The British view durability as a sign of moral as well as material quality. A product built to last was made by people who cared about what they were doing. A product that breaks quickly was made by people who did not care enough. Longevity proves quality in a way that nothing else can—a product still working well after years of use has demonstrated something that no specification sheet can claim.
The British maintain and repair products they value, and they expect products to be maintainable and repairable. A product designed to be replaced rather than maintained violates British product values. When positioning a product for British customers, durability, repairability, and long-term reliability are powerful quality signals. Products that endure earn loyalty that short-lived products never will.
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